The huge Snapchat advertisement installed on Quai des États-Unis in Nice has attracted criticism since its appearance. Contested by an opposition elected official, this commercial banner nonetheless benefits from all authorizations issued by the State, confirms the prefecture.
Since Sunday, July 26, 2026, a huge black and white advertisement for Snapchat’s Specs connected glasses covers part of the scaffolding installed on the facade of the Palais Hongran, above the Di Piu restaurant, on Quai des États-Unis in Nice. This banner, of approximately 20 meters by 10, quickly sparked reactions due to its location at the heart of the area listed as a UNESCO World Heritage site.
Anthony Borré, an opposition elected official and former first deputy to Christian Estrosi, publicly questioned the mayor of Nice about this installation. « I raised with the mayor of Nice the issue of this monumental advertisement installed at Ponchettes – Quai des États-Unis, at the heart of the area listed as a UNESCO World Heritage site. This type of advertising seems to me contrary to the metropolitan local advertising regulations », denounces the elected official.
Anthony Borré continues: « In my view, such devices should only be authorized when they contribute to the financing of public heritage restoration, as part of clearly identified sponsorship operations, and not for commercial operations on private buildings. »
Faced with this controversy, the prefecture of Alpes-Maritimes provides several clarifications. State services indicate that an authorization was indeed issued before the installation of the banner, for a display duration limited to one month.
The prefecture also specifies that the Architect of France (ABF) and the Regional Directorate of Cultural Affairs (DRAC) issued a favorable opinion before the issuance of this authorization.
A waiver provided for by the Heritage Code
According to State services, the requirements provided for by the Heritage Code have been complied with. The advertising portion represents 45% of the banner covering the scaffolding. The visuals were validated before installation. The prefect’s opinion was also obtained and the city of Nice was informed of the procedure.
The prefecture also recalls that the revenues generated by this advertisement must necessarily be allocated to restoration work on the historic building. This commitment is part of the conditions imposed on the applicant.
The city of Nice had already explained that Palais Hongran is a private building listed as a historic monument. « It is a private building, listed as a historic monument. The authority to issue advertising authorizations on a historic monument is exclusively within the purview of the Regional Conservation of Historic Monuments. »
The municipality also recalled the legal framework provided for by the Heritage Code: « Under Article L.621-29-8 of the Heritage Code, owners of historic monuments (listed or classified, private or public) can request authorization from DRAC to install scaffolding banners with an advertising space, provided that the revenues received are allocated to financing the work. »
Finally, the prefecture indicates that this installation is compatible with the commitments related to Nice’s UNESCO listing. The temporary and reversible nature of the banner presents no objection with regard to this listing. UNESCO had moreover been informed before the device was put in place.
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